Elf Cosmetics launches the limited edition “Game Up” collection

When it comes to makeup and skincare, this is game over for Elf Cosmetics.

The beauty brand has launched a new limited-edition eight-piece collection, “Game Up,” offering electric shades, high-energy fragrances, and supercharged formulas at affordable prices.

“Elf was an early adopter of beauty on Twitch,” said Patrick O’Keefe, vice president of integrated marketing communications at Elf Beauty. “We want to uplift and empower all creators in the world of gaming through inclusivity, positivity, and accessibility. We’re excited to continue breaking boundaries at the intersections of entertainment, games, and beauty.

The collection

Game Up Eye Win Eyeliner Pot ($6): A highly pigmented, smudge-proof eyeliner defines the lash line and creates a bold, graphic eye. Comes in the following four bold shades: Reboot, FTW, Good Game, and Lag.

Game Up Shield Me Setting Mist ($10): Lightweight setting spray sets makeup and locks in consumers’ “game faces” while absorbing blue light.

Game Up Rez-Me Awakening Face Mask and Eye Cream ($10 each)

Game Up Rez-Me Awakening Face Mask ($10): Reset tired skin with this creamy, dual-purpose mask. Infused with skin-loving ingredients like hyaluronic acid to revive and nourish skin during play or any time of day.

Game Up Rez-Me Awakening Eye Cream ($10): Play all day and night while eyes stay hydrated. The rich formula helps minimize the appearance of dark circles with its roll-on applicator infused with hyaluronic acid and peptides.

Game Up Ready to Play Eyeshadow Palette ($10): The eyeshadow palette comes in 10 pigment-rich colors that allow consumers to create endless graphic eye looks.

Game Up Bonus Points Lip Gloss Mask ($6): This gel formula looks like lip gloss and works like a mask. Perfect for hydrating lips in front of the computer screen, it comes in four shades: Royal Peach, Blue Rush, Hidden Treasure and Next Level.

Game Up Gotta Nail Them All Kit ($15): Mix and match eight vibrant nail polish colors, inspired by the boldest screen graphics.

Game Up Extra Life Kit ($15): These beauty boosters take your look to the “next level.” The kit includes an angled eyeliner brush, eye smudger brush, smudger brush, face sponge, and gems for hair, body, and nails.

Each Game Up product contains a secret code that can be redeemed for bonus points, gift cards and more. Play the game by joining Elf’s Beauty Squad Loyalty Program where members can develop their skills! Beauty Squad members who collect the entire Game Up collection and enter all secret codes will earn a surprise product reward.

Game Up is available exclusively at elfcosmetics.com. Game Up will be available at Target and Target.com stores on July 10 and at Shoppers Drug Mart and Shoppersdrugmart.ca on July 18.

On July 13, Game Up will come to life in a Los Angeles-based arcade bar. The region’s best gamers will gather for an evening of retro arcade games. Watch in real time as the event airs live on Elf’s Twitch channel, @elfYOU.

Check out a clip of the new collection below:

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